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As often happens at the International CES conference, the missing player is the one that gets the most attention.

Apple doesn't exhibit at CES, but that doesn't mean it isn't a presence. At a panel discussion called "The NexGen Entertainment Home Experience," talk quickly turned to Apple and how the rumored Apple big-screen television could impact the pay television industry.

"Knowing they're coming after us is motivating," said Randall Hounsell, vice president of mobility solutions for Comcast. While expressing respect for Apple's accomplishments, Hounsell said that knowing that Apple would likely attempt to carve out its own piece of the pay television industry was a driving force to create better products and services. Comcast's goal, after all, is to grow its core business, he added.

To prepare for future assaults, Comcast is focusing on making mobile devices work better with the television. While mobile devices are getting better at interacting with each other, Hounsell said, TV is the missing piece.